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Getting shopper attention
The document discusses strategies for retailers and brand marketers to attract and influence shoppers at the point of purchase by understanding their motivations and behaviors. It outlines the shopper journey, emphasizing the importance of emotional engagement, merchandising tactics, and the careful design of store layouts to maximize shopper attention and spending. Key insights include various shopper types, decision-making processes, and the significance of visual stimuli in driving purchases.
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Getting shopper attention
- 1. Getting Shopper ATTENTION How retailers& brand marketers engage , inspire & influence shopper at path to purchase through getting their attention
- 2. Contact Information E-mail .basemsaid77@yahoo.com E-mail basem.x.Elbendary@gsk.com Mobile . +966567303293 Country: Jeddah, Saudi Arabia Address: King Road with Herra Street P. O. Box: 17129 Zip/Postal Code 21484 Basem Bindary Basem Bindary Head of Business development GlaxoSmithKline Jeddah, Saudi Arabia.
- 3. 1.Inside the mindof shopper 2.Shopper Journey & benefits 3.Draw shopper attention (Merchandise styling Tactics & Tools ) 4.Brining emotions to shoppers communication Agenda
- 4. 1.Inside the mindof shopper 2.Shopper Journey & benefits 3.Draw shopper attention (Merchandise styling Tactics & Tools ) 4.Brining emotions to shoppers communication 1
- 5. Whose is your shopper &what is their mission
- 6. What are theirdriving forces ?
- 7. How do theywalk in- store, navigate & search to find the product
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- 9. ConsumerBefore entering the store Shopper Once they enter Buyer Once they buy Customersare concerned more with the product they will buy While shoppers are more concerned with a shopping mission they need to fulfil
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- 13. What does retail marketers& Brand marketers Want from shoppers ?
- 14. Switch Looking to switch shopperbuying decision to their brands Brand Developers Increase occasions Looking to trigger a higher frequency of purchases to maximize category revenue Retailers
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- 16. Every type ofshoppers has a different motives
- 17. What are Emotional Truth thatdrive Shopper behavior
- 18. Keeper Provide house withday essential staff like food ..feel enjoy with this responsibility Banker Budget mindset , believe that shopping trip must end up with as specific spending …he/she looks carefully to prices Seeker Looking for new ideas to buy , new taste , new product …shopping considered as journey desperate need a specific item immediately ….if you don’t have that specific item shopper could be lost immediately Reluctant dislike shopping trip & want it over quickly Bargain hunter This shopper is a price mission …& will do everything to cut cost including moving between stores & special
- 19. Any shopper typeshows 2 main different reactions Proactive Reactive
- 21. How does shoppermake a choice But how does he or she make that choice What are the factors influence purchasing behavior ? At Hypermarket More than 50,000 products on the shelf are competition to catch eye of the shopper In the same time retailers are doing the best in increase shopper staying time at the store
- 22. It all aboutbuilding the right shopper strategy through Understanding shopping process & shopper behavior
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- 24. Life What is shopperlife style Attitude What are their believes & perceptions Motive What motivate them to buy Shop How they shop , walk , navigate , Chose Shopper Pyramid Path To Purchase
- 25. How do theyshop ?
- 26. At any Typicalstore you have 3 features areas • Category Home • Transition area • Impulse area
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- 28. How do shoppers arrive at thestore • particular mood to fulfil a certain mission , • With an opinion & expectations concerning brand / Stores • They may have pre-shopping list ( pre-planned purchases )
- 29. At Entrance Good Firstimpression comes from the entrance when they find it stand out differently it is the first positive impression
- 30. Walking pattern Some shopperinsights show specific behavior when it comes to walking directions like walking anti-clock wise , it vary from shopper to another and from industry to industry Retails plan their floor to achieve directed walking pattern to increase shopper staying time
- 31. At Transition At thisarea shoppers are not yet ready to take their planned purchase decision ..they take short time while orient themselves to the new environment variance of temp & light may affect orientation time They still think that there is a better product opportunity inside
- 32. At Destination Shoppers getused to look at destination from left to right Starting eye level shelf then move down till reach the planned purchases
- 33. What does 20 to40 millisecond means ?
- 34. Eye of shopper Behavioristscalled saccades when eye move & called fixation when eye stop while the eye moves the shopper is virtually blind ….no info registered ,,however because of the speed at which eye do …saccades last for only 20-40 millisecond ..it is eye fixation that consumer research are really interested in Measuring these fixation allows us to determine which visual stimuli in the store attract and hold the shopper attention…. Customers show different interest towards which stimuli they pay attention & which they don’t
- 35. Stoop Level 0-3feet Below Eye level 3-4 feet Eye level 4 -6 feet Stretch level above 6 feet RETAILERS divide shelf space into 4 distinct vertical zones
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- 37. Teens as shoppers Teensplace more emphasis on friendship than adult social gathering , they look for event to re-inforce with friends like at Christmas holidays , week ends , they are socially active They prefer quick to medium shopping trip • Teens leave the discussion while shopping for impulse , they start to chose in between snacks while the drink on the other hand is personal…once they back to the group snacks and drinks get shared
- 38. The drink onhand & snakes on the other ,It is personal Experience
- 39. Based on theseinsights Coca build a new shopper strategy around happiness and giving joy to get their shopper attention
- 42. 2 1.Inside the mindof shopper 2.Shopper Journey & benefits 3.Draw shopper attention (Merchandise styling Tactics & Tools ) 4.Brining emotions to shoppers communication
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- 44. Shopper Journey Shopper journeyshould be story telling path in nature , With an objective to maximize shopper staying time
- 45. Path To purchase Isthe path that every consumer take a steps from the moment of entering the store s till the actual transaction happen P2P composed of distinct phases where marketers can positively influence the consumer & turn shopper decision process It is the art of touching & influencing shopper at every stage of path while giving them a motive & reasons to buy
- 46. Category Decision Tree Itis the structured way of shopper navigation till they catch the product Color cosmetics shopped don’t look for price 1st , 1st they search in-the store to find the category …then they look after the brand , then the color It is completely different from Vitamin shoppers who they start with the use 1st
- 47. Category Decision Tree Itis the structured way of shopper navigation till they catch the product Color cosmetics shopped don’t look for price 1st , 1st they search in-the store to find the category …then they look after the brand , then the color It is completely different from Vitamin shoppers who they start with the use 1st
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- 49. Triggers & Barriers Triggersare motives that make customer think to go for shopping or to buy Triggers are factors affecting shopper navigation , searching , selection or buying at path to purchase
- 50. Safety •He or she seekingoral health safety •Ensure good oral care hygiene for my self •Protect my kids from cavities and gum Eat Hot & Cold •He / She needs to freely eat cold or hot drink with pain suffering Treatment •Treating Gum bleeding , denture or cavity disease status Freshness •She needs to feel sense of freshness as in mouth odor or smell Attractiveness •She need to looks beautiful with sexy whitening smile What are triggers
- 51. Which Brand issuitable for my teeth ?Cannot differentiate between types Many types of brands confused me and create difficulty on navigation I don't see kids toothpaste or tooth brush and how to use I don’t easily recognize brush types and used for what ? What are Barriers
- 52. Toothpaste Category 1. Family& Basic care 2. Whitening 3. Sensitivity Care 4. Freshness 5. Natural
- 53. Toothbrush 1. Electric 2. Manual( Soft – Medium – Hard )
- 55. 3 1.Inside the mindof shopper 2.Shopper Journey & benefits 3.Draw shopper attention (Merchandise styling Tactics & Tools ) 4.Brining emotions to shoppers communication
- 56. What are Basic principlesthat makes your product presentation aesthetically pleasing
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- 58. Visible •Doesn’t mean givinghigher space , it is 4 rights …right space , on the right location at the right quantity in the right mix •Customers hate looking up & bending down
- 59. Accessibility • Your rightheight…..Make it easily accessible for shopper to reach • Consider shopper demographics , right heights
- 60. Tangibility Shoppers recognize whatthey see ,But they feel what they touch, touching the merchandise helps in creating that kind of emotion & give a better chance for a shopper to buy
- 61. Emotionally driven Do everyStyling action for the purpose of satisfying your customer emotions
- 62. What are merchandising& styling tactics to be considered while drawing shopper attention
- 63. What you needto consider while Draw Shopper attention 1.Unity : convey a harmonious picture ( merchandising Strategy should follow corporate design guidelines ( color , props , general presentation method ) also shelf with one package size display is perceived more beautiful than shelf holding different sizes
- 64. What you needto consider while Draw Shopper attention 2.Balance : convey a Balance of equilibrium We call it shopper optical balance …. The arrangement of all elements ( fixtures , displays , checkouts ) Store visual should be in the state of equilibrium ..visual symmetry
- 65. What you needto consider while Draw Shopper attention 3.Rhythm : it leads shoppers eyefrom one product to another in specific manner enabling the control of shopper eye movements …. Shopper used experience to create the rhythm … Ex, when sorting merchandise by color you should start with brighter color and end with darkest
- 66. What you needto consider while Draw Shopper attention 4.Distance & proportion 1. products displays should look great from every angle
- 67. What you needto consider while Draw Shopper attention 4.Distance & proportion 1. products displays should look great from every angle
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- 69. AvoidDisplay after adisplay after a display Floor stand after a floor stand a floor stand Gondola End after gondola end after gondola end
- 70. Giveshopper felling offreedom
- 71. UseUse the rightstyling & Communication tools Props / POSM Use the right props / POSM that will catch your shopper attention & connect them emotional to your category /Brand Strategy ,Any prop you will use should carry a mission Place display accessories close to the category , Shoppers get frustrated when they didn’t find merchandise related to the prop away from it Locate the displayed product near the prop. Change the prop at regular interval ( seasonal changes )
- 72. UseUse the rightstyling & Communication tools Props / POSM Colors Create color relevancy to connect emotionally with you shopper Color is re-inforce your category / Brand mission • Using blue light in the fish section • Fruits is to be presented in a basket of natural material Like placing a wood barrel in wine division ..which give the essence & touch screen left often behind to give information
- 73. Purity Cleanliness Health Elegancy Thinner look Depression /death Strong emotions Love Energy Anger Excitement Warm feeling Cheerful – brightness Spring Attention Stability Calmness Depth & willing Relaxation ‘ Nature Safety Environmental friendly Royalty Wealth
- 74. Spreadsense of realsimulation to your product styling to match your end situation
- 75. Spread sense ofreal simulation Bundle Presentation 75 Bundle presentation is most common cross selling , by presenting products with certain level of relevancy together Relevancy here driven from the perspective of user or use , Bundled presentation leads to desirable consequences for shopper & remind shopper to complete his shopping basket
- 76. 4 1.Inside the mindof shopper 2.Shopper Journey & benefits 3.Draw shopper attention (Merchandise styling Tactics & Tools ) 4.Brining emotions to shoppers communication
- 77. Bringing emotions Toshoppers The role of emotion in decision making process
- 78. What is thedifference between emotion & feeling
- 79. Feelings are conscioussubjective experiences like being happy or angry Emotions are below conscious awareness ….emotions can be love , hate , attitude , perceptions & behaviors
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- 82. Why it looks beautiful? Emotions play a significant role in giving the core sense of beauty Give Brands moments at the store to communicate Video
- 83. Is there reasonsto buy your brand? What makes pre-planned shoppers leave their shopping list and buy your brand How can you influence shopper to buy your brand which their were not planning to do
- 84. You need tocreate that reason
- 85. Bring Emotions To yourShopper Visual Communication at 3 positions Connect with shopper emotional truth Engage : engage them into brand story Inspire : Inspire them
- 86. Connecting , engaging& inspire shoppers
- 87. Sustain Your shopper Engagement ? Thinkabout ways to retain your shopper engagement
- 88. 5 1.Inside the mindof shopper 2.Shopper Journey & benefits 3.Draw shopper attention (Merchandise styling Tactics & Tools ) 4.Brining emotions to shoppers communication 5.Measuring shopper efficiency
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- 90. Shoppers measured bythe money and time they spend at the store ,The longer stating time within shopper journey , the more likely to have a higher opportunity to influence shopper purchases Measuring shopper efficiency
- 91. You can notwin your shopper money & time without getting their attentions
- 92. Basem Bindary Head of Businessdevelopment, GlaxoSmithKline Jeddah, Saudi Arabia Contact Information E-mail Address: basemsaid77@yahoo.com Mobile Phone: +966567303293 Country: Jeddah, Saudi Arabia Address: King Road with Herra Street P. O. Box: 17129 Zip/Postal Code 21484 Basem Bindary
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